광고비용이 소비지출에 미치는 영향분석

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목차

제1장 서론········································································································2-2
1.연구의 배경과 연구목적······················································································2
2.연구의 방법과 연구의 구성··················································································2


제2장 이론적 배경·······························································································2-3
1.광고와 경제····································································································2-3
2.광고와 소비 관계에 관한 선행연구········································································3


제3장 광고비와 민간최종소비지출의 실증분석··························································4-7
1.자료수집·············································································································4
2.단위 근 검정·······································································································4
3.Granger인과관계 검정··························································································4
4.변수의 정의·········································································································5
5.변수의 데이터 값·································································································5
6.기술통계량··········································································································6
7.회귀분석··········································································································6-7


제4장 요약 및 한계점·······························································································8
1. 요약 및 결론···································································································8
2. 연구의 한계점 및 연구방향···············································································8


참고문헌··················································································································9

본문내용

제1장 서론

1.연구의 배경과 연구목적
경제학자들은 광고가 소비를 증가시킨다고 오래 전부터 주장해왔다. 그러나 소비의 증가가 광고로 인하여 발생하였는지 또는 광고가 소비증가에 어느 정도의 영향을 미치는지에 대한 확고한 입증 자료는 거의 없다. 소비 혹은 소비성향에 미치는 광고의 영향을 측정하기 위한 조사는 사회-인구 통계 변인, 그리고 환경 변인 효과와의 관계를 분리시킬 수 없기 때문에 많은 문제를 안고 있다. 그러나 닐 보던(NeilBorden)은 1942년 연구에서 광고와 소비가 정적인 상관관계를 이룬다고 주장하였고, 이후 경제학자들은 닐 보던(NeilBorden)의 주장을 입증하기 위하여 많은 연구를 해오고 있다. 이러한 연구들은 국가경제 전체 수준에서 광고가 총수요에 미치는 영향을 분석하는 광고의 거시경제적 효과라고 할 수 있다. 그래서 이 연구에서는 광고비와 민간최종소비지출간의 인과관계를 통하여 광고비가 갖는 거시경제적 효과에 대해 알아보고자 한다. 만일 광고비와 민간최종소비지출 사이에 안정적인 인과관계가 존재한다면 광고비 지출을 조절하여 경제를 안정화 시킬 수도 있다는 추론을 할 수도 있을 것이다. 또한 특정 산업에 대한 광고비 지출이 증가하면 해당산업의 수요가 증대되고 궁극적으로는 경제전체의 소비가 증대될 것이라는 추론도 가능할 것이다.

2.연구방법과 연구의 구성
연구의 방법은 Granger 인과관계와 회귀분석을 이용한다. 먼저, 광고비와 민간최종소비지출의 경우 어느 변수가 원인변수가 되고 결과변수가 되는지 뚜렷하지 않으므로 Granger인과관계를 통해 검증한다. 그리고 그 결과 얻어진 원인변수와 결과변수를 통해 회귀분석을 함으로써 광고비와 민간최종소비지출의 인과관계를 명확히 설명할 것이다. 연구는 총5장으로 구성된다. 제1장은 광고의 경제적 위치와 연구의 목적 및 배경 구성방식을 설명한다. 제2장은 이론적 배경으로 광고와 소비관계에 관한 선행연구를 알아본다. 제3장은 광고비와 민간 최종소비지출의 실증분석을 하며 자료수집, 단위 근 검정 Granger인과관계검정, 변수의 정의, 데이터 값, 기술통계량, 회귀분석 등을 보고하고자 한다. 제5장은 요약 및 결론으로 제1장부터 4장까지의 논의한 내용을 간단히 요약한 후 본 연구를 통해 얻어진 결론을 제시하고 연구의 한계점과 연구방향을 설명한다.

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